This article describes the traffic value and its use in the Searchmetrics Suite. Find out more about this value, as well as about the Traffic Value Potential, and Delta Traffic Value Potential.
Traffic value can be understood as an estimate of the costs that will have to be incurred to maintain the visibility of a relevant keyword using Ads (paid search ads). If the domain was not organically placed for that keyword, it would be necessary to buy paid search ads so that the keyword is equally covered in search results in terms of the traffic it generates.
Traffic Value Potential
Traffic value potential shows the total maximum traffic value, assuming that all keywords are ranked in position 1, i.e. in the "upper market segment". It shows you how much money you need to invest in total to rank in the first position for a keyword.
Δ (Delta) Traffic Value Potential
ΔTraffic Value Potential indicates the difference between the current traffic value estimate and the traffic value potential. Thus, it provides information on the approximate cost that could be saved if the keyword organically lands in the first position.
According to this table the keyword "iphone 7" is in the third place. Currently about € 21,996 have been saved because the position was reached naturally and not through Ads (traffic value). The traffic value potential is € 81,199. In theory, this amount could be saved if the keyword ranked first ogranically. In addition to the current savings, an additional amount of € 59,203 could be saved (Δ traffic value potential).
In the Keyword Discovery section, the corresponding traffic value potential can be displayed for any keyword.